American Consumers in 2020 offers a comprehensive view of the future in
order to provide marketers and retailers with a vision of what American
consumers will look like, how much they will have to spend, how they
will be shopping and what they will be buying in 2020.

The report presents a plausible scenario of how American consumers will
evolve and the economy will unfold over the next five years so that
marketers can align their current strategies to meet the challenges of
the future.

The report highlights a series of challenges that marketers and
retailers need to understand so they can convert them into opportunities
in 2020. For example, as a result of demographic changes, marketing
strategies tied to the needs of traditional two-parent-with-children
households will be increasingly outmoded.

The youth market will shrink and the spending power of older consumers
will grow. Retailers will be forced to find ways to deal with a
shrinking middle class created by a deeply entrenched two-tier economy,
frugal spending habits instilled by the Great Recession and the growth
of the sharing economy that will entice more consumers to rent or re-use
products rather than buy new ones.